Beyond Meat Diversifies into Beverages with 'Beyond Immerse' Plant-Based Protein Drink

Beyond Meat, Inc. has announced a significant strategic pivot, moving outside the "center-of-plate" meat alternative category to launch its first functional beverage line, Beyond Immerse.

The new product is described as an innovative combination of plant protein, fibre, antioxidants, and electrolytes. The launch signifies Beyond Meat's intent to unlock the power of plants beyond solid food formats, targeting the hydration and functional recovery market with a "crisp and refreshing" protein delivery system.

Nutritional Architecture and Formulation

Unlike traditional creamy protein shakes, Beyond Immerse is engineered to be a lighter, hydration-focused beverage. The formulation relies on pea protein and tapioca fibre to deliver a robust nutritional profile without GMOs or sugar alcohols.

Key Technical Specifications:

Nutritional Density: Excellent source of fibre (7g) and antioxidant Vitamin C.
Functional Additives: Fortified with electrolytes to support replenishment.
Clean Label: No GMOs or sugar alcohols.

SKU Variations: Uniquely, the line is available in two distinct protein concentrations to cater to different consumer needs:

Light Option: 10g protein / 7g fibre / 60 calories.
Performance Option: 20g protein / 7g fibre / 100 calories.

Flavour Profiles

The beverage debuts with three fruit-forward flavours designed for refreshment:

🍑🥭 Peach Mango

🍋 Lemon Lime

🍊 Orange Tangerine

Ethan Brown, Founder and CEO of Beyond Meat, framed the launch as a natural evolution of the company's expertise in plant physiology:

“With Beyond Immerse, we are bringing our pioneering expertise in unlocking the power of plants to a functional beverage line. Our intent is simple: immerse the consumer in the remarkable nutrition of plants—from protein to fibre, with the addition of antioxidants and electrolytes—all in a single refreshing and satisfying 12 fl oz drink.”

Brown highlighted that the nutrient mix is specifically designed to support three critical health pillars: muscle health, gut health, and immune function.

Commercial Availability

Beyond Immerse is launching immediately via a limited-time exclusive on the Beyond Test Kitchen direct-to-consumer platform. This strategy allows the brand to gather rapid consumer feedback on the new format before potentially scaling to wider retail distribution.